Reduce no-shows: reminders, cancellation, deposits

Why customers don't turn up

They forgot. The booking was made three weeks ago.
Something came up, and calling you to cancel seems complicated, or nobody answers in the evening.
Nothing commits them. A booking that cost nothing is easier to abandon.

An email reminder before the date, for example 24 or 48 hours before: early enough to free up the place, late enough that it isn't forgotten.
Change the date in one click. Many customers who cancel actually wanted another date. Offer it before the button that cancels.
Cancel without phoning, up to a clear deadline. A cancellation the day before is better than a no-show: the place can still be used.
A deposit for the places that matter: stays, groups, dates in high demand.
A waiting list, so that a place cancelled in time finds a taker.

Say in the confirmation until when people can cancel or change the date, and what happens after that. A rule known in advance is rarely disputed.

Every confirmation email contains a private link: “Change date or number”, “Add to my calendar”, “Cancel my booking”. No account or password needed.
You choose until when people can cancel online: up to the start time, 24 hours, 48 hours, three days or a week before, or not at all. The same deadline applies to changing the date; after that, the page says how to reach you.
On the cancellation screen, “Change the date instead” comes before the button that cancels.
A cancelled place goes back on sale, and the waiting list can offer it to the next person.
With the Plus edition: the automatic email reminder before each confirmed booking (24 hours, 48 hours, three days or a week before, just one per booking), and a deposit requested at booking.
TOP CALENDAR does not send SMS messages: confirmations, changes, cancellations and reminders go out by email.